TLDR: Denmark is poised to enact a new law aimed at protecting its citizens, including artists and performers, from the misuse of AI-generated deepfakes. The proposed legislation, expected to pass early next year, would amend copyright law to grant individuals ownership over their likeness and voice, enabling them to demand the removal of unauthorized deepfake content online. This move comes amidst a global surge in realistic deepfake technology and follows distressing incidents of digital manipulation.
Copenhagen, Denmark – In a pioneering legislative effort, Denmark is moving forward with a new law designed to shield its population from the escalating threat of artificial intelligence-generated deepfakes. The bill, anticipated to pass early next year, seeks to modify existing copyright law, granting individuals explicit ownership rights over their personal characteristics, such as appearance and voice, when digitally imitated and shared without consent. This would empower Danish citizens to request the removal of such content from online platforms.
The urgency of this legislation is underscored by real-world incidents, including the experience of Danish video game live-streamer Marie Watson. In 2021, Watson received a deepfake image of herself where her clothing had been digitally removed from a holiday snap originally posted on her Instagram. Recalling the incident, Watson stated, ‘It overwhelmed me so much. I just started bursting in tears, because suddenly, I was there naked.’
In the four years since Watson’s ordeal, deepfake technology has advanced dramatically, becoming both easier to create and exponentially more realistic. This proliferation is largely attributed to the widespread availability of generative AI tools from companies like OpenAI and Google, which allow millions of users to produce content, including for malicious purposes. These range from fabricating images of celebrities like Taylor Swift and Katy Perry to spreading misinformation that could disrupt elections, and humiliating individuals, particularly teens and women.
The Danish government’s initiative aims to protect ordinary Danes, as well as performers and artists whose likeness or voice might be exploited. The proposed law would impose a ban on the unauthorized sharing of deepfakes. While it would allow for parodies and satire, the precise criteria for these exceptions remain to be clarified.
Experts and officials commend Denmark’s approach, noting that it would be among the most comprehensive governmental actions globally to combat misinformation stemming from deepfakes. Henry Ajder, founder of Latent Space Advisory and a leading expert in generative AI, applauded the Danish government for recognizing the necessity of legal reform. ‘Because right now, when people say ‘what can I do to protect myself from being deepfaked?’ there isn’t a good answer,’ he remarked.
Danish Culture Minister Jakob Engel-Schmidt emphasized the broad support for the bill among Copenhagen lawmakers, highlighting the potential for digital manipulations to sow doubt about reality and propagate misinformation. He stated that the ability to deepfake a politician without recourse to content removal could ‘undermine our democracy.’
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While the law’s jurisdiction would be limited to Denmark and is not expected to impose fines or imprisonment on social media users, major tech platforms that fail to comply with takedown requests could face substantial penalties, according to Engel-Schmidt. This aligns with a global trend, as other nations like the United States and South Korea have also introduced measures to curb deepfake misuse, particularly in cases of non-consensual intimate imagery and pornography.
